Project

Customer Feedback Systems

Goal: Examines how organizations can bring the voice of the customer inside to become a customer-driven learning organization.

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Jochen Wirtz
added 5 research items
Most companies understand the importance of complaint handling, customer satisfaction measurement and service recovery, and many firms have systems and procedures to do at least part of these activities. However, few companies have implemented integrated customer feedback systems to systematically collect, analyse and disseminate the various types of feedback coming into the firm and guide customer-focused learning, continuous improvement and process redesign. A key reason is the difficulties faced in integrating various systems and procedures. This paper focuses on how to design, and cost-effectively run, a completely integrated customer feedback system (CFS) that ensures continuous learning and improvement in service quality, as well as productivity.
The increasing literature on knowledge management (KM) suggests that KM is a necessity for competitive success. To derive benefits from knowledge management, integrative tools and processes are needed, as well as a strategic perspective. Customer feedback systems are described as one such integrative knowledge management tool with strategic significance. In this paper, we draw on an empirical study of Singapore Airlines to discuss how strategic knowledge management based on integrated customer feedback systems enables continuous innovation and competitive success.
Jochen Wirtz
added a project goal
Examines how organizations can bring the voice of the customer inside to become a customer-driven learning organization.